Winner variation
Also called: iteration, ad iteration
A winner variation is a new ad built from a proven winner, keeping what worked and changing one element such as the hook, actor or format.
Iterating on a winner is usually cheaper than searching for a new concept from scratch, because the message is already proven. Typical changes: three new hooks on the same body, the same script with a different actor, or the same story in a new format.
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Part of the Addy video ad glossary. Addy is an AI agent that writes, renders and posts short-form video ads.